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Jeaqueline Aquino Adrienne Boudreau Maryum Floyd Amal Piracha Joselin Zagami
Presented by: I.C. Home
Product Description
Supporting Trends
Creating Value
Competitor Analysis
Research and Key Success Factors
How We Will Blow You Away!
The Problem
What is I.C. Snow?
Easy to use for all ages
Fun
Durable Eco-Friendly
Safe
Infrared Heat Sensor
Snow Blower
360° Rotational Camera
Salt
Dispenser
Lithium-Ion Battery
Steel Auger Blades
Chute
X-Tract tires
LCD Screen with LED backlight
On/Off Switch
Joystick
Safety control
Handheld Remote Control
Where’s the Snow?
National Climate Data Center. (n.d.). Retrieved February 15, 2009, from NOAA Satellite and Information Service: http://www.ncdc.noaa.gov/oa/ncdc.html
Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing
NAICS Code: 333112
N
NortheastRegion
Where’s the Snow?
Market Potential2009 2014
11%$400 Mil $444 Mil
1%$4 Mil
2.2%$9.8 Mil
1.2%
Gross, A. C. (2006, April 1). The U.S. Market for Power Lawn and Garden Equipment. Retrieved February 15, 2009, from All Business A D&B Company: http://www.allbusiness.com/accounting/1188229-1.html
Target Customer
The Winters Family Disposable Income Home Remodelers Suburban NE
The White Family New Home Owners Household Income >$120k Less time available
Clean my Snow: Need Gaps
I can’t afford to be late to work again, and the drive way
is full of snow !
Time Limitations Money Limitations
When I was a kid snow was fun, but
now paying the snow-plowing bill
is a pain !
“Snow Blowers are a survival tool helping people to get to
work on time”Bounds,G.2009.Wall Street Journal
“People are tired of waiting for the plow guy to show up”
Bounds, G. 2009.Wall Street Journal
Bounds, G. Happiness is Warm Snow blower. 2009. The Wall Street Journal
STEP Analysis
Maturing Population
Innovative Products
Trend
Expanding Target Market
Demand for Innovation
Impact
Energy efficient
The real life experience
Social
Technology
Possession of Household Durables. 2008. GMID
Sustainability
Virtualization
STEP Analysis
Recession
Credit Crunch
Trend
High Unemployment
Lower Consumption
Impact
Eco-Friendly Government
Emission Related Laws
Renewable energy policies
Emission standards
Economic
Political
Answers to Commonly asked questions from dealers and distributors. 1997. EPAObama aims for oil independence. 2009. BBC News
Industry Trends
Willingness to spend money
Green innovationsDo-it-Yourself Do-it-for-meAmericans have
less time
Manufacturers are Eco-Friendly
Manufacturers want their suppliers to be
Eco-Friendly
Increasing energy cost & environmental consciousness
Possession of Household Durables. 2008. Global Market Information DatabaseDo-it-Yourself and Gardening. 2008 Global Market Information Database.
Inching for Value
Manufacturing OperationsManufacturing Operations
Assembly and Quality ChecksAssembly and Quality Checks
Research & DevelopmentResearch & Development
Distribution Distribution
Marketing & SalesMarketing & Sales
Outsourced
Value Added
I.C Snow
Snow blowers (Toro, Ariens) Power shovel Snow Plow
Middle to Upper Class RetailersCustomers
Competitors
Inching for Value
Lithium Batteries Remote control LED screen Snow blower motorVendors
Home shows Department/Specialty stores
Complementors
Bargaining Power
Threats
Chilling up Rivalry
4: Moderately HighBargaining Power of
Suppliers3: Moderate
2: Moderately Low
3: Moderate 3: Moderate
Bargaining Power of Buyers
Threat of Potential Entrants Threat of Substitutes
Intensity of Rivalry
Moderately High AttractivenessAttractiveness of Industry
Five Forces
Brand Loyalty Patents
Mature Industry
Barriers to Entry
Entry Tactics
Research & Development
Differentiation
$1.8 billion in 2008
“Easy to use”
Building reputation built on customer care
Plowing Our Competition
Plowing Our Competition
Focusing on green industryFocusing on green industry
Strong commitment
Vast line of products
High quality at reasonable price
Tech
nolo
gy
Low
H
igh
Eco-friendlyLow High
I.C. Home
Blowing Them Away…
Smart machinery
High CommitmentManpower
Responsive Supply Chain Strategy
Key Risk Factors
Users must know how to operate
Educate users how to use
Materials High technology
Raise ConsumerAwareness
Key Success Factors
Basic Research and Development
Mass-OrientationManufacturing
First Mover Advantage!
Flurrying Assumptions
Seasonal Limitations
Possession of Household Durables. 2008. GMID
Willingness to spend money
Green innovations
Plowing for Information
Primary Research Methods
SurveysInterviews Focus Groups
Sample Frame
Residential Home Owners Age:35-65 years Income:>$75,000
Commercial Small Landscape Contractors Snow Removal Professionals
Possession of Household Durables. 2008. GMID
“Use I.C. Snow
To Stay Out of the
I.C. Snow”
Questions and Comments?
-I.C. Home